Every business owner knows that marketing is one of the biggest challenges facing businesses today. To compete, they must create new and effective ways to attract and retain customers. But with so many tools available, it can be challenging to decide which ones will be the most effective. If you’re struggling to determine which marketing tools will give you the most significant return on investment, you’ve come to the right place. We’ve sifted through the mountain of information on the web and compiled a list of the top seven marketing tools that every business must adopt.

READ ALSO: 5 Essential Characteristics of Good MarTech Tools

The Research Tools

There three primary areas where every marketer focuses their research efforts: customers, competitors, and content. While customer and competitive research seem apparent, you might be wondering about content research. With today’s marketing, inbound or outbound, content plays a critical role. Content is the central piece of the inbound marketing function. But for even outbound marketing, content supports marketers to ensure the conversion. For today’s marketers, content is an integral aspect of their efforts. Hence, we wanted to ensure that we give justice to the topic.

Customer Research

Understanding your potential customers is a fundamental requirement. Unless you know them, you will not be able to either craft a message or convince them why your product or service is valuable for them. If you want to know how customers feel, the first thing you need to do is to talk to them. Traditional outreach methods, including surveys, interviews, and other customer research forms, played a crucial role in getting to know your customers.

However, these tools were time-consuming, expensive, and often unreliable. Thankfully, marketers can now harness technology’s power to quickly and easily collect customer data for better marketing. There is a growing list of tools that can help you understand your customer better, but we will talk briefly about segment.com. 

Segment.com is a powerful analytics tool that can help you understand your customer better. They offer analytics on the entire customer journey: how they interact with your website and mobile apps and how they interact with your other SaaS products. It provides a single view of your customers across your different platforms and is cross-platform compatible.

Content/Topic Research

AnswerThePublic.com is effective in finding out the topics that your audience is reading. It provides these topics and gives a multi-dimensional view of the topics that you can write about.

AnswerThePublic listens into autocomplete data from search engines like Google then quickly cranks out every useful phrase and question people ask around your keyword. It’s a goldmine of consumer insight you can use to create fresh, ultra-useful content, products, and services. Helps you with your content strategy by generating endless content ideas based on meaningful keyword searches. Get impactful insights into what people are Googling in real time and use search data to make bold business-building decisions.

Content/Keyword Research


With so many great SEO tools out there, it’s easy to get overwhelmed with analytics and keyword tools. Search engine optimization (SEO) is how you ensure that your audience is able to find you easily through search engine. SEO works with the algorithms that determine search engine rankings, and how search users search. Keyword research is a critical aspect of optimizing your content for search engines. While there are many tools out there, AHrefs and SEMRush are undisputed leaders for SEO.


BuzzSumo is another effective platform that provides you with insights into multiple aspects of the content that works for you. It analyzes billions of data points to sharpen your marketing strategy. With BuzzSumo, you can Identify influential people to power-up your brand or campaign. You can search for search terms or phrases and quickly identify content that’s performing well in your area or audience of interest.

Google Search Console

Google Search Console (GSC) is a powerful tool that helps you track many different parts of your SEO strategy. One of the lesser-known features of GSC is the ability to pull and analyze keyword information. GSC lets you pull keyword-related data—like search volume, Google Trends data, and related keywords—directly into a spreadsheet.

The Outreach Tools

Finding and reaching out to your intended audience is a critical first step. Many tools help you with the outreach campaigns and initiatives. Let’s look at a couple of them.


Prospect.io allows you to build your lists is the very first step of sales prospecting. Prospect.io will enable you to do it in multiple ways. You can combine personal emails, follow-up calls, social touches, and tasks into a multichannel campaign to reach your prospects wherever they are. Additionally, it generates a list of tasks for you every day within campaigns.


Snov.io is a multi-dimensional tool that allows you to Generate and verify leads, nurture and convert them, research competitors, and scale and grow your pipeline. With Snov.io, you can fill your sales funnel with targeted leads faster with automated lead generation and bring down the price-per-lead. Your new and existing contacts’ quality is also easy to control with their 7-tier verification, meaning campaign deliverability as high as 98%. It also enables you to scale your outreach with personalized triggered email drip campaigns that engage and convert.

The (Re)Targeting Tools

Retargeting allows you to reach out to those who have already interacted with your brand or the campaigns. Such retargeting increases the probability of conversion. With the technology evolution that brings advanced personalization and innovative segmentation capabilities, the retargeting tools are becoming even more effective.


Retargeter allows you to customize and adapt your advertising and outreach campaigns according to your unique needs. Whether you’re a Business-to-Business or Direct-to-Consumer organization, whether you’ve got in-house capabilities or you’re an Agency, Retargeter brings unmatched capabilities to the table. It allows you to go beyond launching campaigns with tailored media strategies that differentiate you from your competitors. ReTargeter’s connectivity with the largest display inventory networks ensures that it can provide transparency without limiting your scale.

Lead Management Tools/CRM Tools

Lead management is the process of capturing, evaluating, and processing the leads from different marketing sources to make the best use of a limited marketing budget. This process is dependent on several factors: the type of business, the industry, the overall marketing objectives, and the marketing budget.

As customer expectations change, they are looking for more than superficial information. They want to know how the business can help them and provide them with meaningful information and interactions. As a result, marketers have to get to know the customer’s needs and provide the information they are looking for. This area is where lead management comes in.

There are many capable tools when it comes to lead management. The most prominent names are  HubSpot, SalesForce, and Marketo. We will not get into the details of these tools as they are widely known already. There is enough information available otherwise. 

Personalization Tools

It is only recently that personalization has started becoming more mainstream and more than a marketing trend. Personalization is a powerful tool for marketing your product, but it takes much work to get it right. Whether you are an individual or a business trying to improve marketing and sales by using personalization in your marketing strategy, there are many tools to choose from.Email Personalization Tools

Email personalization is a way that marketers can use to their advantage to get genuine engagement with their customers. Personalized emails have a higher open rate and click-through rate, which indicates that the customers are more likely to engage with the marketers and eventually make a purchase. ConvertKit and MailerLite are two leading service providers for email personalization. However, they take quite different personalization approaches.

Website Personalization Tools

Website Personalization uses bits of information about a user to deliver content and products to provide a better experience and a more significant return on investment. The practice is not new but has gained traction as businesses have been able to create more content. More and more people are connected to the Internet, increasing the means of delivering content to users. CxSense, Proof, and Logic Hop are leading tools. 

However, Google has another great tool in this area too. Google Optimize allows a wide array of marketers to bring personalization and A/B testing into their MarTech stack. 

Analytics Tools

Making decisions based on data is the key to any successful business. As a result, digital analytics has become a crucial component in the modern marketing mix. At one time, it was sufficient for a marketer to know how many people visited her site during a given month. Still, now that’s just a tiny piece of the puzzle. Today’s marketers need to know who is visiting, what they’re looking for, how to deliver that information, and more to their target audience. This is where analytics comes in: it’s a powerful tool that provides all of this and more to the savvy marketer. 

Analytics can be a powerful tool for marketers to understand how their customers use their apps. You can also use it to highlight areas for improvement and to guide the development of future features. The data generated by analytics can also help identify other areas of opportunity, such as app store optimization (ASO), to help drive app downloads. Google AnalyticsHotjarMixPanel, and Cyfe are a few critical tools in this area. 

Automation Tools

Marketing automation is an evolving set of strategies and tools that help marketers improve their effectiveness and efficiency. It is also a growing field, one that has been gaining popularity over the past few years, thanks to the advent of cloud-based tools. These tools allow small-to-medium companies and even individuals to use the same software and software infrastructure that large businesses would typically use.

Marketing automation tools help marketers automate many of their functions and focus on what matters: understanding their target audience better. They can help you collect customer data using one-click data collection forms and then create personalized customer profiles.  Salesforce PardotOracle Eloqua, and Constant Contact are some of the leading tools for automation. 

To Sum Up

Marketing is one of the most important aspects of any business, yet it is also one of the most confusing. With the constant evolution of social media and other technological advances, the need to know what works and what doesn’t is more important than ever. In this article, we have looked at many areas of marketing where technology can help. We have also seen many tools, some in more detail than others. 

We are sure that this article will allow you to take a step further towards building a capable MarTech stack. We are there to help you if you any consultation or assistance. Our team of competent technology consultants will guide you through the process. 



READ ALSO: Build MarTech Stack for Growth: A Comprehensive Overview

Featured Image: Photo by freestocks on Unsplash

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